OOH sales teams need to get up to speed with rapidly evolving tech: Melanie Lindquist & Veronica Ong

In a fireside chat on the theme ‘Viva la Transformation! Out-of-Home never Out-of-Date’ in the 2^nd World Out of Home Organization (WOO) APAC Forum organised in Bali, Indonesia on November 2-3, Veronica Ong, Southeast Asia Sales Director at Broadsign and Melanie Lindquist, Managing Director, Talon Asia Pacific, discussed the challenges and opportunities media owners face in an ever-evolving landscape, with a specific focus on the impact of technology on sales teams. 

Melanie emphasised the urgency for sales teams to keep pace with advancing technology, as discrepancies between tech-embracing and resistant media owners can result in missed opportunities. The speakers threw light on how programmatic technology offers efficiency compared to traditional media buying. 

Melanie stressed upon the importance of finding a balance between over-investment in programmatic buying and a holistic media strategy. Veronica shared findings from a Broadsign survey, underscoring challenges like managing inventory, proposal handling, and performance proof. She highlighted technology’s role in breaking internal barriers, enhancing operational efficiency, and making sales teams more agile. 

The discussion addressed the need for sales teams to add value, given customers’ extensive online research. Melanie emphasised continuous improvement and operational efficiency to stay responsive and provide high-quality data. Case studies were presented, showcasing successful out-of-home campaigns combining static, digital, and programmatic elements. These campaigns demonstrated the potential of using various media formats to reach diverse audiences. 

Melanie also emphasised the risk of media owners lagging behind in an automated, tech-dominated world. Failure to adapt and invest in technology could lead to missed opportunities and market share reduction.

The fireside chat reiterated the imperative for OOH sales teams to adapt to technological advancements while maintaining a well-rounded media buying approach. Successful out-of-home campaigns illustrated the potential of blending different media formats to reach diverse audiences. The discussion concluded with a call for the industry to invest in technology and meet changing market demands.